Branding Considerations

Two women shaking hands at a career fair in a bright, open room with tables and displays.

Branding Considerations 

Building your brand doesn’t mean focusing on just one thing about yourself but rather comes from multiple viewpoints. 

Defining Your Brand

Your brand is comprised of multiple attributes about yourself, such as your:

  • Knowledge
  • Values
  • Roles
  • Personality
  • Experiences
  • Skills
  • Strengths
  • Interactions

These attributes can be expressed both in your work and in your personal life. This is important to think about because it helps us realize how much we can utilize to define our brand. 

Target Audiences

In addition to knowing that makes up your brand, and as you’re developing the language to utilize your brand, we want you to think about who your target audience is. 

Different target audiences may include:

  • Recruiters and hiring managers
  • Your network connections
  • People in your industry
  • Current/past coworkers and supervisors
  • Peers 

Knowing who your target audience is will help you better define your brand and how you wish to be presented by others.

Think Like A Recruiter

In the job search process, it’s especially important to think about what the recruiter is looking for based on the roles they’re trying to fill and their organization’s needs. Recruiters source talent, meaning they’re looking for people who may not be looking at job postings. 

One way they do this is by reviewing profiles on Handshake and LinkedIn and can swiftly look through these using keywords for certain skills and education to find the right talent. This is why knowing relevant keywords and terms about the field you want to go into is important. 

Branding Avenues

Your brand is showcased through many different avenues. For example, 

  • In your verbal and written communication 
  • Being punctual and respectful
  • Your relationships with colleagues and other professionals 

Your brand is always a part of you – but you can be intentional with it when introducing yourself. 

Example: 

Old: I am a career coach, and I review resumes. 

New: I help students navigate their career destinations through coaching and providing encouragement. 

Your brand should be with you at all times, from networking events all the way to group projects with peers. 

Controlling Your Brand

You can also showcase your brand services through your online presence, such as social media, and how you engage with others through these settings. 

Some ways to control your brand online is to:

  • Manage your social media channels and what you post (Check privacy settings)
  • Complete an online search of yourself to see what appears (Have a friend do this too)
  • Develop a strong LinkedIn profile

Evolution of Your Brand

As you evolve and change over time, so will your brand! This can include the way you present yourself to your online presence (such as LinkedIn). Some ways your brand can evolve and change over time are:

  • Transitioning into a new job or industry
  • Advancement within a current role or organization, such as promotions
  • Finding a new target audience
  • Professional or personal life event

Updating your brand to reflect these changes isn’t just important, but also strategic.